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I'd say brands want more creative ways to spend their retail dollars than just product search ads. So I like to think of it as kind of a glow up for retail media and then marketers on the influencer side just get more accountability for their dollars and a chance to scale their influencer programs. Sarah Marzano (13:52):.

From a budget perspective, social search advertising is still nascent. While social search ad formats are growing, they鈥檙e not eating away at traditional search budgets quite yet, according to interviews we conducted with industry experts. Across top platforms, search advertising is limited without functions like keyword targeting and the ability to buy these ads on their own.

You also saw platforms like TikTok really lean heavily into new search ad formats. And almost every single platform, including Snapchat and Pinterest also struck ad deals with Amazon, kind of bringing retail media and social closer together. So now it feels like we're at this inflection point where you have consumers and the platforms all in on social search.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

While Google faces mounting pressure from Bing鈥檚 ChatGPT integration and other generative AI (genAI) search platforms, degradation of its own search results, including those shown in its AI Overviews, could be exacerbating migration away from Google.

Goldberg wrote, "Today, brands spend billions on search ads and retail media to capture shopper intent at the point of purchase." He says, "What happens when AI assistants eliminate that step altogether? If a consumer asks an AI to reorder peanut butter, where does the brand place its ad?" Todd, how do you maintain brand messaging in a more conversational universe? Todd Hassenfelt (20:45):.

Marcus Johnson (13:27):. ... because Google's share of the search ad revenue pie has been heading in the wrong direction for a while, way before the announcement of SearchGPT, dipping below 50% for the first time this year, according to our estimates. So, from 2022 to 2026, we expect Google's share to fall eight points, from 55% to 47%, that's of the search ad revenue pie in the US, by 2026.

OpenAI rolls out free search to capture shoppers during a peak ecommerce season, offering price comparisons and product links just when consumers need them most

Retail media is taking Latin America鈥檚 digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

Amazon will begin selling its ad tech to third-party retailers: The new Amazon Retail Ad Service will give companies access to the retailer鈥檚 advanced targeting and sizable advertiser network.

Why it matters: Although Google鈥檚 share of search advertising revenues dropped below 50% for the first time this year, the company remains the ad goliath all challengers must contend with. Google鈥檚 declining digital ad share is partly due to competitive pressures from the likes of Amazon and TikTok.

Online buyers have always been at the core of search advertising. In retail media, transactions are often attributed to sponsored search, which is why search outpaces display in retail media. It will account for 65.0% of retail media ad spending this year. Retail media is the fastest-growing segment. Retail media ad spending will have a whopping 24.9% growth rate in 2024.

Much of RMNs鈥� early success came from advertisers鈥� interest in buying search ads close to the point of purchase on retailer websites. But FMNs don鈥檛 have owned channels where users spend a lot of time shopping. And the apps and websites financial institutions have are ones consumers tend to navigate with the mindset of managing and saving money, rather than spending.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, paid listings, and SEO), sponsorships, lead generation (referrals

Social search ads and genAI players like ChatGPT and Perplexity also pose a threat to traditional search ad revenues. But Google isn鈥檛 going away. 鈥淕oogle鈥檚 status as the default search engine across most major browsers and devices will help protect its dominance,鈥� Mitchell-Wolf said. 3. Retail media will face growing pains.

It鈥檚 too soon to make projections, but the potential for significant sums of audio search advertising is there.

Integrating real-time search could double or triple its usage, unlocking opportunities for future search advertising expansion. Expect other genAI startups to rush to productize search either through content partnerships or by launching standalone apps.